Pemasaran Perkhimadtan

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Universiti Putra MalaysiaPusat Pendidikan Luar
/ Fakulti Ekonomi dan Pengurusan

• Pemasaran Perkhimadtan
• Services Marketing
• MGM 4204
• (Semester Kedua 2004-2005)

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Pensyarah

• Dr. Wong, Kong-Yew
• Bilik A222 FEP
• Tel [phone]
• E-mail kywong_at_econ.upm.edu.my

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Course Objectives

• 1.       To introduce the concepts of services
• 2.       To demonstrate to the student with
  regard to the differences in services context
• 3.       To bring the awareness in identification
  of service products, consumers, and markets
• 4.       To increase students ability in
  applying services concepts in business practices
• 5.       To form the basis for managing the
  service delivery process and implementing
  services marketing

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Synopsis

• This services marketing course provides a
  comprehensive understanding of services marketing
  issues, concepts, practice and strategy. It
  reflects the challenges facing services managers.
  The course introduces several models and
  classification frameworks as organizing
  guidelines that help in identifying the specific
  needs of services customers. Customer behavior,
  expectations and perception on services are also
  discussed as to form the basis for understanding
  services marketing that help in developing
  appropriate services marketing strategy and
  implementing services marketing.

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Rujukan Utama / Essential Reading

• Nota Kursus MGM 4204 (Unit 1-13/13), Shari Idris,
  Pendidikan Jarak Jauh, UPM, 2002
• Christopher Lovelock and Jochen Wirtz (2004)
  Services Marketing, 5th Edition, Prentice Hall

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Grading

• 40 Peperiksaan Akhir / Final Examination
• 30 Peperiksaan Pertengahan Semester / Mid-Term
  Examination
• 20 Kertas Projek / Project paper
• 10 Pembentangan / Presentation
• ( in Microsoft Power Point to be send to
  Lecturer)

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Exams

• Mid-Term Examination
• Topic Covered Topic 1 to 7
• Questions structure Short structured questions
  and essays
• Date As scheduled
•  Duration 2 Hours
• Final Examination
• Topic Covered Comprehensive (Topic 1 and, 8 to
  13)
• Questions structure Short structured questions
  and essays
• Date As scheduled
• Duration 3 Hours

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Project Paper

• Team A team of four or five
• Topic To be propose by students and approved by
  lecturer
• Team leaders from each team are responsible to
  submit at least three topics after consultation
  with the tutor for approval by the lecturer. A
  brief (not more than 150 words each topic) but
  clearly describing the objectives of each topic
  should be included in the proposal. The words
  content of project paper should not be more than
  5000 words (excluding diagrams and figures).
  Students may use one of the course objectives
  above as a guide in their topic searching
  process.
• Due Date(s) Proposal for topic 16th January
  2005
• Submission of project paper 13th March 2005

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Presentation

• The same team is required to present the project
  paper in Microsoft Power Point format to the
  lecturer. The slides should be brief and use of
  animation only when appropriate.
• Due date 20th March 2005

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General guidelines

• Ø      Nota Kursus is the main source of
  reference to prepare for examinations.
• Ø      Text book is a good source for examples
  and more elaborated explanations
• Ø      The exam questions (especially essay
  questions) designed to test students
  understanding and ability to elaborate on the
  subject matter.

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Suggested Topics for MGM4204

• Ø      Perishability is very important in the
  airline industry unsold seats are gone forever,
  and too many unsold seats mean large losses. With
  computerized ticketing, airlines can easily use
  pricing to deal with perishability and variations
  in demand. What are airlines doing to their
  prices as the seats get close to perishing? Why
  ? What would you recommend as a pricing strategy
  to increase total revenue?
•  
• Ø      Perishability is very important in the
  hotel industry unoccupied rooms are gone
  forever, and too many unoccupied rooms mean large
  losses. With computerized booking, hotels can
  easily use pricing to deal with perishability and
  variations in demand. What are hotels doing to
  their prices as the seats get close to
  perishing? Why? What would you recommend as a
  pricing strategy to increase total revenue?
•  
•  

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Suggested Topics for MGM4204

• As a team of consultants, develop a formal report
  to suggest how you would advise your client to
  use services as a strategy to build customer
  loyalty.
• Your client is considering using Web site as
  part of its daily business transactions and
  communications with its customers. Inform your
  client who do you think will make use of the Web
  site and what aspect should take into
  considerations while designing the Web site?
• in the Bank/Finance industry
• in the Hotel industry
• in the Airline industry
• or any other related industry

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• Thank You
• Have a Safe Journey Home!